Customer experience officially isn’t a new buzzword any longer. It’s been a preoccupation of the business world for many years now – but that doesn’t mean most of us are any closer to really getting it right. Even though most businesses have some sort of customer experience improvement strategy, even dedicated personnel, many lack the top-down strategy, direction and focus that can make CX improvement truly effective.
Understanding the customer experience
One big issue is a misconception that understanding your customer’s experience is simply a matter of mapping their journey. The other misconception is that those customer journey maps can be painted in neat, pretty, linear pictures of touchpoints that culminate in an end result – the overall customer relationship.
There is often a lack of understanding of what makes great CX, and how to measure it. Many businesses are investing a great deal of money, time and resources into improving CX but are neglecting what sits behind it – your operations. Truly great CEX is a philosophy that is fully embedded into every aspect of your business, and measuring it is a mix of art and science.
Achieving a truly customer-centric business model goes beyond training your customer-facing workforce in how to deal with people. Customer-centricity must be at the heart of your entire business, must be integrated into your entire organizational framework, and that means that your business needs to build your customer experience improvement program from the bottom up – or rather, from the inside out.
The customer experience is the external result of what is happening behind the scenes. If there are flaws in back-end processes, then these will inevitably travel up and translate into frustrated efforts to achieve CX excellence, whether that’s due to frustrated or disengaged staff, less-than-optimal lead or delivery times, or lack of product innovation.
Many businesses will create one of those pretty, neat and tidy customer journey maps then work backwards from each touchpoint to evaluate the processes. What is crucial to building CX into your business is understanding that CX is what a customer feels as a result of all your processes, irrespective of whether improved CX is a direct goal of process improvement.
If the framework supporting your business model is not strong, CX excellence is not deliverable. You can promise the customer the earth, but you can only deliver what your capabilities allow, and over-promising can be more damaging to customer experience than merely under-delivering. The wider the gap between expectation and reality, the greater the disappointment.
The real beauty and art in achieving true customer experience excellence is understanding how if you connect it to operational efficiency, and ensure that neither business objective garners precedence, you will inevitably achieve improvements in both sets of KPIs. By recognizing the symbiotic relationship between process improvement and customer experience excellence, you can look at both as ways of achieving the same goal – a better, more successful business.
BusinessOptix business transformation suite has the flexibility to build a truly holistic view of your business, your customer’s journey and the back-end processes that are critical to delivering your brand promise.
Process mining can help you to delve deep into your business and achieve real-time, fact-based insights into what a customer journey really looks like and the rules, exceptions, bottlenecks, and inefficiencies that contribute to that picture. It can tell you what is really happening, not just what you think is happening or should be happening.
By using scenario-modeling, particularly scenario simulation capabilities, you can explore how changes to existing data sets would impact outcomes. This ability to assess outcomes ahead of time will shorten lead times and increase efficiency.
In addition, the system has documentation creation capabilities that you can use to deliver guided work instructions to departments to implement changes instantly, shortening lead-times and maximizing value garnered from process change.
It’s this kind of joined-up thinking behind the scenes that leads to building a smooth and consolidated experience for your customers, and a BPM solution with these capabilities can turn your business’ customer experience excellence intent into action.
While your competition is training customer service representatives to achieve customer-centric behavior, your business can be building the framework of your organization piece by piece with CX embedded deeply in each layer and using a variety of metrics to measure results on a continuous basis.
To see first–hand how BusinessOptix can support your business transformation, contact us to arrange a demo.
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